Prepared for: Sony Pictures Entertainment, International Online Panel Response 8-November-2012
CONTENTS OVERVIEW AT THE CINEMA Page 3 UPCOMING MOVIES Page 8 ADDITIONAL TOPICS Page 18 HOT TOPICS FOR NEXT REPORT Page 23 APPENDIX Page 24
AT THE CINEMA CURRENTLY IN RELEASE TSUNAGU THE RAVEN EXPENDABLES 2 ABRAHAM LINCOLN: VAMPIRE HUNTER CURRENTLY IN RELEASE NOBOU NO SHIRO KITA NO CANARIA TSUI NO SHINTAKU Click play to watch Japanese trailer SEQUEL INTEREST UPCOMING or LONGER TERM SKYFALL DJANGO UNCHAINED CARRIE AMAZING SPIDER-MAN & SALT 2 GUNS
MOVIES RECENTLY SEEN There is an on-going topic for our panelists that asks what they have recently seen in the cinema. Below is a word cloud giving a visual representation of the movie seen. The larger the title appears on the screen, the more mentions it has received as a movie our panelists have seen or plan on seeing.
CURRENTLY IN CINEMAS TSUNAGU Good reviews and word-of-mouth continue to keep TSUNAGU in the top box office rankings ($17.8m after 5 weeks in release). A wide age range of our panelists continue to comment on seeing it because of its relatable and heart-warming themes and characters. I don t think it s realistic, but the cast was amazing and you really got into the film towards the end. I do wish that it would happen in real life and it s a really heartwarming story. (M19-24) There were some characters I related to after I lost people I love too, so I would like to meet them like they did in the film. I m glad I saw it. (M19-24) I want to see TSUNAGU at the cinema! Every time I hear the theme song or see the adverts for it, it makes me want to go. (F16-18) THE RAVEN Some of our older panelists were intrigued by the story of Edgar Allen Poe ($2m after 6 weeks in release). The murder scene was pretty scary. It is a thrilling and meaty drama. (F 50+) Although it was in 2D, I dodged a gun fire! I got pretty grossed out by the murder scene. It was interesting to find out about his life as I never knew the second life of Poe. (F50+) It was good but not as satisfying. I thought the popular series, Sherlock Holmes, was better. (M25-34) It was very interesting to find out about his life. I used to read his books when I was young, I so really enjoyed this film. (F50+)
CURRENTLY IN CINEMAS EXPENDABLES 2- The novelty of the ensemble cast and action continues to keep EXPENDABLES 2 in the top box office ranking ($7m after 3 weeks in release) and our panelists continue to describe how much fun they had watching it. EXPENDABLES 2 was really good. I think anyone who likes Terminator or Die Hard will enjoy it. They have pop culture references from other films as well, which is fun to pick up. (F16-18) I think there was more action in this one than the last film and it made it better. (M 16-18) It s better not to think about the finer details like the good guys will win in the end or if there's a proper storyline, just go to enjoy the action scenes and the amazing cast. (M35-49) ABRAHAM LINCOLN: VAMPIRE HUNTER It recently opened with a modest $2m and some of our panelists have commented on being surprised by the plot in relation to the Japanese title. I did wonder if they could really include some of the things they did in the films but I was alone in the cinema so I could relax while watching the film. (M35-49) I went to see Lincoln! The plot was surprisingly thicker than I expected it to be. (M19-24) Surprised me with unexpected plots I think the Japanese title of the movie was a mistake. I saw a few people coming out of the cinema saying I didn t expect to see vampires. Himitsunosyo (The Secret Document) sounds like adventure like National Treasure, even though the original title clearly says Vampire Hunter (M25-34)
UPCOMING RELEASES SKYFALL Many panelists aged 25 years+ are excited to see SKYFALL, particularly men. Several have mentioned the various advertising they ve seen for it, including trailers, TV spots, specials on TV programs, and even magazine covers. I saw the trailer of SKYFALL when I went to see Intouchables! And when I went to a bookshop, most of the men s fashion magazines front page featured Daniel Craig. I myself couldn t help picking up one, Safari. (M25-34) I saw them in a bookshop, too. I will definitely go and see it! (F25-34) I ve seen the teaser trailers. I like Daniel Craig a lot and my husband likes him too, so I definitely want to go and see this. (F35-49) I saw it introduced in a TV program in the morning a couple weeks ago. The video was really short and there wasn t much information, so I couldn t tell, but I like the series anyway so am going to see it. (M25-34) I saw the trailer in the cinema! I thought it was cool! But there are many movies I would like to see, so I am not sure if I will choose SKYFALL. (M25-34) I saw a report on the world premiere in London. The red carpet in Royal Albert Hall looked so glamorous. It reminded me of the Olympic opening ceremony. I cannot wait. (M50+) I saw this many times on TV. I definitely want to go and see it, so I m trying not to read any reviews on the film. I d like to go and see it without being influenced as much as possible. (M35-49) Considerations for SKYFALL: Considering the very positive response to the film from the recent international exit surveys, plan ahead for post-release opportunities in Japan that can expose good reviews and encourage strong word-of-mouth, especially with the goal of expanding the audience beyond older men and fans.
CURRENTLY IN CINEMAS Other recent Japanese films are also garnering interest as audiences are drawn to their culturally relevant and emotional stories, especially among older groups. TSUI NO SHINTAKU (aka The Terminal Trust ) I went to see it on Sunday afternoon. There were many older audiences. Though it is not a happy film, I would recommend this film to elderly people or to people who are caring for the elderly. A lot to think about. (F50+) The issue of an assisted suicide in the film raised a lot of questions. Definitely recommend you see it. (M50+) NOBOU NO SHIRO (aka The Floating Castle ) My father is 83 years old and can hardly see, but my mother told me that he really enjoyed it. It is a story that he is familiar with and I will take him again next week. (F50+) Although it was the first screening in the morning, it was quite busy. It is clear that Japanese people like historical movies. It was made pretty true to the book and was an enjoyable movie. (M50+) Great performance from the leading actors. It is over 2 hours, but I didn t feel that it was long. (M50+) KITA NO KANARIA-TACHI (aka A Chorus of Angels ) I thought the scenery in Hokkaido and (actress) Yoshinaga Sayui matched each other perfectly. I personally didn t go into this film expecting anything from it, but I thought it had a soft storyline and the truth between the past and present came out gradually. It felt like I watched a good Japanese film. (F35-49) The children s singing was very beautiful and really struck you. The plot is very heavy, but the natural scene of Hokkaido and the innocence of the children were really nice to watch I could relate to the way they held onto the beliefs they had as children. I think the setting is a little unrealistic, but it s very bittersweet. (F35-49)
UPCOMING MOVIES SKYFALL DJANGO: UNCHAINED CARRIE SEQUELS TO THE AMAZING SPIDER-MAN AND SALT 2 GUNS MOVIES SET IN JAPAN: 47 RONIN AND THE WOLVERINE
UPCOMING RELEASES DJANGO: UNCHAINED March 2013 will be a competitive month, so we asked panelists which release in this period they are most interested in seeing: DJANGO: UNCHAINED Appeals to Tarantino fans. You can t go wrong with either the director or the cast. (F 35-49) I love Tarantino s films so I m looking forward to DJANGO. (M35-49) I feel like you can t miss Tarantino. (M35-49) I like the way it was presented [in the trailer] and I like those kinds of films. (M 16-18) OZ: THE GREAT AND POWERFUL Visually impressive, unique story, and Disney. I want to see OZ! The picture quality looks amazing and I m interested in the storyline. I love the cast as well. (F19-24) [The trailer] looks very rhythmic and exciting. (F19-24) I definitely feel like I wanted to see after watching the trailer. (F35-49) Personally, I think OZ because it s Disney and you can t go wrong with that. (M35-49) I love the storyline and I want to see how it s going to turn out. (F35-49) CLOUD ATLAS Mysterious, but need more information. Looks impressive, but I m going to wait and see before deciding. (M35-49) The dark horse I m not sure what kind of film it is though. (M35-49) This is the first I heard about CLOUD ATLAS It looks mysterious and I m looking forward to it. (M35-49) Considerations for DJANGO: UNCHAINED: Marketing/promotional efforts for DJANGO: UNCHAINED will need to make a strong impression to stand out for a broader audience beyond Tarantino fans. Consider bringing the cast to Japan, mainly DiCaprio, to support the release and highlight the first time collaboration between DiCaprio and Tarantino. Simplify the communication of the story (i.e., Django saving his wife) and embrace the villain role for DiCaprio as the movie s unique twist.
UPCOMING RELEASES CARRIE Panelists were shown the new CARRIE teaser trailer in English and were asked about their reactions to the movie. Older panelists have a connection to the original film and are open to the idea of a remake. I was so impressed by the original. In those days, bullying wasn t a topic that people talked about, so I remember cheering for Carrie. I am intrigued by the remake- could it be better than the original? (M50+) I could get the feeling of the film, but didn t get the storyline from the trailer so hard to say. Since the original, I am sure that the bullying itself has changed so I am intrigued by the remake. (M50+) The teaser trailer inspired some good curiosity even among non-fans of horror films. I am kind of getting used to this picture of the bloody girl. I wonder what type of horror this movie will be. (F25-34) I thought the way the camera starts from the distance and then gradually gets closer increased the tension. I don t like horror to begin with but I really found the girl s singing and the flash of light in the darkness scary [in a good way]. (F25-34) Considerations for CARRIE: In marketing materials, explore ways to define Carrie s underdog role to help make her a relatable character as she struggles in high school. Such a set-up could be a good basis for her story as it unravels into something mysterious. Consider holding back on the more gruesome elements of the movie so the scares appear more psychological rather than physical or graphic.
HORROR MOVIES Panelists were asked their preference for different types of horror movies. Many commented on the psychological scares being the most interesting and impactful. Bloody/gory elements of horror movies are too much for many of our panelists. I enjoyed CARRIE when it first came out as I could relate to the story of her youth. Of course I did find it scary but as I liked her character, it helped to relate to the story. I don t like bloody/gory horror so I never watch those. I like psychological horror- I still remember the impact that PSYCHO gave me. I was so impressed by the story. (M50+) I love psychological films, although I do watch gore as well. I love the NIGHTMARE ON ELM STREET, FINAL DESTINATION, and SAW series. (F35-49) I like psychological horror. My favourite is SAW films. I used to love Hitchcock films and have seen most of his films. (F50+) I like spine-chilling horror but I also like creepy movies about horror lurking in the daily life type of thing. So I love PARANORMAL ACTIVITY. I ve watched all three and the Tokyo version. I am looking forward to 4, which opens tonight. (M25-34) Considerations for CARRIE: Keep the scares in marketing more psychologically driven rather than relying on blood and gore. Japan tends to favor horror that is relatable and thought-provoking.
FAVORITE HEROINES Panelists were also asked to identify their favorite female characters in Hollywood and Japanese movies. A wide range of actresses were mentioned. Key attributes among the favorites included strength of character and intelligence. Additionally, the favorite Hollywood actresses were in action films and attractive. HOLLYWOOD FAVORITES JAPANESE FAVORITES I love Alice from RESIDENT EVIL and Black Widow from THE AVENGERS. I think their action scenes are amazing! (F19-24) Black Widow in THE AVENGERS and Jean and Mystique in X-MEN. I can t think of any in Japanese movies. (F25-34) It s a while back but I liked Liv Tyler s Arwen in LORD OF THE RINGS. Not only was she beautiful but you could tell she had a strong character. (M16-18) I love Kristen Stewart s SNOW WHITE. She looks smart and beautiful. (F16-18) With Japanese films, I like Nakama Yukie s Yamada Naoko from TRICK. (F16-18) I can t think of a Hollywood film but with Japanese films, I like Onda Sumire s character in BAYSIDE SHAKEDOWN. I think she s really good with characters who have individuality. (F35-49)
UPCOMING SEQUELS FOR: AMAZING SPIDER-MAN & SALT New topics were posted mentioning the possibilities of upcoming sequels to THE AMAZING SPIDER-MAN and SALT. Some panelists are already keen about a sequel to AMAZING SPIDER-MAN. Are they doing a sequel to Spider- Man!? I saw the film in the cinema and I did get a feeling that there will be one. I definitely want them to do a sequel! (F19-24) I think it s been decided it s trilogy but nothing else hence no website yet. (M25-34) However, there were some mixed feelings about the first SALT as well as skepticism about the sequel. It was talked about a lot when it came out because originally Tom Cruise was supposed to play Salt but changed to Angelina, who was a female, so of course I went to see it! But unfortunately I didn t have a good impression. Angelina was too skinny, she was sharp but not strong yet she took down enemies easily, and the story was a bit far-fetched and the ending insinuated a sequel. Maybe it was ok at the time when she was doing Tomb Raider but not now. I ve heard of the sequel a few times but the reason being cancelled every time was because the market was not responding very well. Sadly no one I knew said the movie was good. (F25-34) I saw it on TV the other day and thought it was quite good. I ve heard that the sequel got cancelled due to the bad sales figure but if they are still going to make it, I would be happy. (M25-34) I also remember feeling disappointed in the cinema. I ve heard that the sequel got cancelled, which I don't care much but I am interested in the alternative ending, which you can only get to see on DVD and Bluray. (M25-34)
IMPRESSIONS OF ANGELINA JOLIE Panellists have been discussing their opinions of Angelina Jolie and her films. Comments focus on her beautiful and strong appearance, and great action roles. Most mention her action roles, including TOMB RAIDER, MR & MRS SMITH and SALT. A few comment on her family life and admirable humanitarian work. ACTION STAR BEAUTIFUL & STRONG I don t think it s too much to say that she s the world s most gorgeous person. I don t think there are any men who wouldn t fall for her. (F35-49) I love Angelina Jolie. I think she s the image of what a Hollywood actress should be, at least with appearance. She s really sexy and gorgeous. (F35-49) She is the best actress for playing a strong yet sexy character! (F25-34) I think she s a really wonderful actress. She s got strong looks and a nice body! She s also aware of the outside world and is an amazing person. She s very impressive and presents herself strongly in her acting. For me, her impression on her movies is really strong so I would describe her as a tough (strong) woman. My favorite Angelina s movie is TOMB RAIDER because the action was good and she was suited to the character. And I liked the story, too. For the similar reason I liked SALT as well. (M25-34) I have seen TOMB RAIDER and MR& MRS SMITH. She is an actress who is beautiful, sexy and can do action movies too. (M50+) She is one of my favorite actresses. Beautiful and talented. My favorite is GIRL, INTERRUPTED. I also liked SALT and TOMB RAIDER as she was so powerful. (F50+) I thought her character in TOURIST was perfect! (F25-34) GOOD MOTHER & CHARITY WORKER If I have to explain to someone, I would say she is Brad Pitt s wife and does lots of action movies. (M25-34) She is an actress and Brad Pitt s wife and does a lot of humanity work. (F25-34) I also admire her private life as a wonderful mother. (F25-34) She has her acting work but is also involved with charities, and she also has a strong enough character that no matter what the reviews say about her, she can just put it aside. (F35-49)
UPCOMING RELEASES 2 GUNS Panelists have also been discussing next year s release 2 GUNS. Panelists were shown a short synopsis of the film (see below) and asked about their interest. Interest is relatively reserved with such little information, but Denzel Washington and the title sparks some curiosity. The title makes it sound really exciting. (M16-18) I feel like there are similar kinds of films to this one out there already. But I do like Denzel Washington so I want to see it. (M16-18) However, some would be disappointed if Denzel Washington plays the bad guy. DESCRIPTION: A drug enforcement agent and an undercover Naval Intelligence Officer who have been tasked with investigating one another discover that they have both been set up by the mafia, the very organization the two men have been led to believe that the other has been stealing money from. It s a storyline you see a lot. It s Denzel Washington and I feel like it s a little like DANGEROUS RUN [SAFE HOUSE]. (M19-24) The story looks kind of simple and while I d like it to include some kind of unpredictable plot twist or a shocking truth, if Denzel Washington is the bad guy then I don t think I m going to be that surprised. (M35-49) The story looks kind of interesting but I don t know. Denzel Washington was really good in the BONE COLLECTOR, but because he s acting as more dirty characters now, I don t like him as much anymore. I remember that Mark Wahlberg was in MAX PAYNE and THE SHOOTER and the script wasn t very good. (F35-49) Considerations for 2 GUNS: The film has the potential of appearing derivative, but Denzel Washington s involvement gives it an initial edge to work with. Consider unexpected plot twists to reveal in marketing materials as a means to build up a stronger anticipation of surprises. Also, play-up the notion of friction between Washington and Wahlberg turning into a collaboration.
MOVIES SET IN JAPAN: 47 RONIN & WOLVERINE A couple of films slated for release in 2013 have a strong connection to Japan, which is intriguing to the panelists. Keanu Reeves stars in 47 RONIN, a well known Japanese story. Since I was a child, I always watched Chusin Gura every year made by different directors with different actors. So I am interested in seeing this Hollywood version. (M50+) I know about it. But I wonder what it s going to be like? It seems like a B-Movie. I do like Shibasaki Kou though. (F35-49) While most panelists weren t aware that THE WOLVERINE was being filmed in Japan, they are excited about it and the movie s connection to Japan. Some also related it back to Hugh Jackman s last visit to Japan in which he hiked up Mt. Fuji. Sanada Hiroyuki is also going to be in it and because I like Wolverine/X-men I feel like I want to go and see it. It seems like there will be other Japanese actors as well. I wonder what kind of character and action scenes he ll do. (F35-49) It seems like he went up Mt. Fuji as well? And they said that he was also tweeting a lot about it. (F35-49) I like Hugh Jackman so I might want to see it. I also got the feeling that he was a nice guy when I saw him in the premiere. (F35-49) I had no idea, but I wonder if it s the in thing to do Samurai films now (like with Keanu Reeves). (M35-49) Considerations: Consider timings for SONY titles around these movies, as these movies may generate additional buzz due to their connection to Japan.
ADDITIONAL TOPICS PROMOTIONAL TIE-INS MOVIE MAGAZINES IMPORTANCE OF IN-CINEMA ADS
PROMOTIONAL TIE-INS Panelists were asked if they ve seen any recent promotional tie-ins films have done with other products and if such tie-ins build interest. There were mixed reactions about how effective they are. General Effectiveness: I liked the products of tie-in promotions between Detective Conan and 7-Eleven. I ve always liked Conan but when I heard of the products with 7-Eleven, I ended up buying them seeing as you can find the convenience stores anywhere. I also went to see the film. I think having tie-ins with convenience stores is the most effective method. (F16-18) Benefitting the Film: I remembered that I once bought the Uchu Kyodai s (www.spacebrothers-movie.com/) bread in Family Mart or Lawson s. It did make me interested in watching the movie but in the end I didn t get to see it because I was too busy. But I think it s a good way of advertising. (M25-34) This year, Evangelion did tie-ins with canned coffee and horse racing. I feel even those who have never watched Evangelion know that it exists. (M35-49) Benefitting the Brand: When I hear that they do tie-ins with clothes brands or outdoor shops, then I become interested I noticed for Kita no Canaria, they were wearing outdoor clothes and I figured it was a tie-in between the film and brand. I also noticed Miyazaki Aoi appearing in a CM wearing that brand too. (F35-49) I think while it s more unlikely that people go to the cinema because the film has a tie-in with other products, if the products include the characters from the films then people buy more of the products. (M35-49) Considerations : Clothing and food brands can be effective at raising awareness of a film as they are unavoidable and necessary. Convenience stores such as Family Mart, Lawson s and 7-Eleven are all mentioned in promotional tie-ins, highlighting the effectiveness of everyday products and brands.
MOVIE MAGAZINES Movie Magazines remain relatively popular for some who still find them special. Otherwise, internet sources are becoming increasingly popular and a replacement to magazines. Those who buy movie magazines: I buy the CUT! They have pretty long interviews and is worth reading! (M19-24) My mother (who is now 79) used to buy SCREEN so when she stopped, I started buying it. I used to enjoy reading ROADSHOW and KONO EIGA GA SUGOI (translates This Film is Great!) before they stopped publishing. I can t get used to electronic magazines and still prefer paper magazines. (F 50+) I have been reading SCREEN and ROADSHOW for a long time, though Roadshow as been stopped. But I think CUT generally has better photos. So I would buy former two if I want info about movies and buy latter if it features my favorite actors. (F25-34) Those who don t buy movie magazines: I used to buy them but not anymore because I lost interest in those freebie posters that come with them. (F25-34) I used to buy SCREEN. There was also one called ROADSHOW but they stopped production. You can now check a lot of information online so I don t buy any magazines (M35-49) In the past, I used to read CUT, FLIX, and KINESHUN. I especially liked CUT. They had large pages with lots of articles and had photos of pretty good actors, and I really looked forward to the shiny covers. KINESHUN has good articles and it improved a lot by having reviews by film critics. (M34-49) I ve never bought one, I only use the internet. (M25-34) Frequently mentioned Magazines: CUT: http://ro69.jp/product/magazine/7 SCREEN: http://screenonline.jp/ KINEMA JUNPO: http://www.kinejun.com/ EIGA HIHO: http://www.eigahiho.jp/ DVD&DATA: http://dvddata-mag.com/
IMPORTANCE OF IN-CINEMA ADS AMONG YOUNGER PANELISTS Panelists were asked if they were in charge of putting up advertisements for a new movie in a cinema lobby, including posters, cardboard displays, movie flyers, banners, and the trailer on TV monitors, what would they prioritize to get people s attention the most. There was a distinct preference among younger panelists for trailers. TRAILERS I think the trailers before the film is the most impressive! People usually watch those and then decide whether to see the film or not. (M16-18) The trailers are better. It s surprising how much of it you remember. I tend to go by those a lot when I decide on films to watch. (M19-24) I love the media promotions they do on the TV screens. Also, it s important to have posters in places where people s attention will be drawn to easily. (F19-24) I d say the trailers. I think you can understand the plot more if you watch the video and it s effective because you end up wanting to know what happens next. (F19-24) I tend to look at the posters and trailers of the films, then take the pamphlets home with me. It has the release date and concise information so it s really useful to remember those films you wanted to watch but ended up forgetting. (M16-18) FLYERS OR POSTERS I also end up checking the huge posters in the lobbies, and I think they re quite effective. (F19-24) I prefer advertisements which have the title and release dates in huge writing. (M16-18)
IMPORTANCE OF IN-CINEMA ADS AMONG OLDER PANELISTS However, older panelists tend to prefer flyers or posters. FLYERS OR POSTERS I like seeing the flyers (chirashi) and pick the one(s) that I like. I take them home and read them carefully and decide if I want to see them or not. (F50+) I also like flyers. I pick them all up and read them on my way back home from the cinema. If I liked what I read, I pin them up in my wall to remind me to go and see it! (F50+) My eyes get simply drawn to huge posters and huge pop-up posters. (M25-34) I like the human-size posters. I also collect flyers and I still have few from 10 years ago. (F50+) I like posters, especially those huge ones. They do catch up attention and make me interested in the films. (M50+) There is too much information in the cinema itself so I don t probably look at posters and signs very much. But if flyers are really nice and catch my eyes, I would pick up and read them while I am waiting. (F28-34) TRAILERS For me, definitely the posters. They are very eyecatching and if the design is good, it makes me interested in the film. Then the flyers (chirashi). Because they give more information about the film than the posters. I don t really see the point of showing the trailers in the lobby since we are going to see them anyway in the screen before the film. (F50+) I wouldn t pick up a flyer and read unless I am really interested in the movie. But I can t help looking at videos and trailers on a monitor. (F25-34) I think your eyes are naturally drawn to moving images (videos) displayed in a flamboyant manner. (M25-34) I always think that they don t show enough trailers. There are more films that you don t see than do, so I would like to see more trailers and maybe I will end up seeing more. (M50+)
HOT TOPICS FOR THE NEXT REPORT UPCOMING TOPICS SKYFALL (Continued reactions to any new developments on promotions) INVERTIGO AMAZING SPIDER-MAN BLU-RAY/DVD INTEREST
APPENDIX
Online Community: Objectives and Methodology The Japanese Online Community is comprised of five online groups consisting of: Keeping current and in touch Tracking Supplement High school level teens, 18-24 year olds, 25-34 year olds, 35-49 year olds, and those 50 years+ Balanced in each group: gender, cinema-going frequency (frequent/regular/infrequent), Japanese/Hollywood movie fans (no Hollywood rejecters), and opinion leader / follower type personalities The online community offers a qualitative accompaniment to tracking. Natural Feel Engages audiences in their own environment, positioned as an exclusive community to offer a more natural forum for viewpoints.